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=Mozilla Blog Guidelines= | =Mozilla Blog Guidelines= | ||
== | ==Introduction== | ||
The Mozilla Blog Guidelines were developed in an effort to ensure streamlined communications that advance the overall mission of Mozilla and to ensure that we are offering clear distinction between personal opinions and those of the organization overall, as well as which are ongoing discussions versus finalized project announcements. | The '''Mozilla Blog Guidelines''' were developed in an effort to ensure streamlined communications that advance the overall mission of Mozilla and to ensure that we are offering clear distinction between personal opinions and those of the organization overall, as well as which are ongoing discussions versus finalized project announcements. | ||
In the past, press, our users and even Mozillians often found it hard to follow what the Mozilla project stands for with regard to different industry developments. The objective of these guidelines is to make the most of the power of so many passionate, knowledgeable voices for the greater good of the open Web, and not to limit the free and open communication which is a hallmark of the Mozilla project. (*more background information on why we need blog guidelines can be found below*) | |||
== | |||
==Blog Guidelines - Summary:== | |||
*Official news, announcements or any important updates will be posted on Mozilla-hosted communications channels first, but can be cross-posted to a personal blog at the same time | *Official news, announcements or any important updates will be posted on Mozilla-hosted communications channels first, but can be cross-posted to a personal blog at the same time | ||
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*If you would like to set-up a new Mozilla Blog, please file a bug and the PR and Creative teams will help get you rolling. | *If you would like to set-up a new Mozilla Blog, please file a bug and the PR and Creative teams will help get you rolling. | ||
== | ==What makes a Mozilla Blog== | ||
Mozilla-hosted blogs are a trusted source of information for our users, press, community, developers and partners. It’s important to be clear and transparent in all communication that goes out via these channels. | Mozilla-hosted blogs are a trusted source of information for our users, press, community, developers and partners. It’s important to be clear and transparent in all communication that goes out via these channels. | ||
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Mozilla-hosted blogs wear the current Mozilla theme and branding, making them easily recognizable as an official voice of Mozilla. They should include a short description of the information that people can expect to receive there and a brief profile of the responsible author or team. | Mozilla-hosted blogs wear the current Mozilla theme and branding, making them easily recognizable as an official voice of Mozilla. They should include a short description of the information that people can expect to receive there and a brief profile of the responsible author or team. | ||
==Publishing to a Mozilla Blog== | |||
== | |||
Any official Mozilla update or announcement, especially those related to Mozilla’s overall strategy, vision and mission, our products or future plans, will be posted on a Mozilla-hosted channel first, before it goes up on a personal blog. | Any official Mozilla update or announcement, especially those related to Mozilla’s overall strategy, vision and mission, our products or future plans, will be posted on a Mozilla-hosted channel first, before it goes up on a personal blog. | ||
The Mozilla PR team will not | The Mozilla PR team will '''not''' point press towards personal blogs. Links in an official Mozilla announcement should refer to a Mozilla-hosted blog or other Mozilla-hosted supporting channel. | ||
It is up to a team’s Blog Content Lead to decide whether a draft blog post needs to be reviewed by or flagged with the PR team (more on Content Leads and on content that needs flagging below). | It is up to a team’s [https://wiki.mozilla.org/One-Mozilla-Project/Documentation/Blog-Guidelines/Content-Leads Blog Content Lead] to decide whether a draft blog post needs to be reviewed by or flagged with the PR team (more on Content Leads and on content that needs flagging below). | ||
If you are not sure if your blog post needs review or if it’s worth flagging with the PR team, please feel free to reach out to your Content Lead or the PR team directly and ask for feedback. An overview of the Content Leads for our blogs can be found here | If you are not sure if your blog post needs review or if it’s worth flagging with the PR team, please feel free to reach out to your Content Lead or the PR team directly and ask for feedback. An overview of the Content Leads for our blogs can be found [https://wiki.mozilla.org/One-Mozilla-Project/Documentation/Blog-Guidelines/Content-Leads here.] | ||
Important Mozilla news and announcements have gone through a review and sign-off process, either with a Content Lead or the Mozilla PR team. They are in line with the general Mozilla messaging and are being posted on one of the Mozilla-hosted blogs. They are agreed upon within the wider project and can be referred to as “Mozilla says...”. | Important Mozilla news and announcements have gone through a review and sign-off process, either with a Content Lead or the Mozilla PR team. They are in line with the general Mozilla messaging and are being posted on one of the Mozilla-hosted blogs. They are agreed upon within the wider project and can be referred to as “Mozilla says...”. | ||
== | ==Starting a New Mozilla Blog== | ||
'''Step 1.) File a bug for a new blog request''' | |||
If you would like to start a new blog on the Mozilla infrastructure, please [https://bugzilla.mozilla.org/enter_bug.cgi?product=Websites file a bug here under "blog.mozilla.org"]. | |||
'''Step 2.) Determine a channel''' | |||
The PR team will help you define the appropriate channel, which might be a new blog, a category on an existing blog, etc.) | |||
'''Step 3.) Develop Creative Assets''' (if needed) | |||
The Creative team will help develop any visual assets and identify the right platform to reach your target audience (developers, users, contributors, etc). | |||
'''Step 4.) Appoint a content lead''' | |||
Every team who runs a multi-author, Mozilla-hosted blog should appoint a [https://wiki.mozilla.org/One-Mozilla-Project/Documentation/Blog-Guidelines/Content-Leads Content Lead]. It is up to the Content Lead to decide whether or not a draft blog post needs to be reviewed by or flagged with the PR team. More on Content Leads can be found [https://wiki.mozilla.org/One-Mozilla-Project/Documentation/Blog-Guidelines/Content-Leads here.] | Every team who runs a multi-author, Mozilla-hosted blog should appoint a [https://wiki.mozilla.org/One-Mozilla-Project/Documentation/Blog-Guidelines/Content-Leads Content Lead]. It is up to the Content Lead to decide whether or not a draft blog post needs to be reviewed by or flagged with the PR team. More on Content Leads can be found [https://wiki.mozilla.org/One-Mozilla-Project/Documentation/Blog-Guidelines/Content-Leads here.] | ||
== | ==General Communications Guidelines== | ||
Mozilla does not in any way censor or limit its employees' blogging and tweeting. However, be aware that there are some issues that are discussed in internal meetings that you should probably not blog or tweet, such as partner deals, where we've signed confidentiality agreements, personnel matters, and internal financial information. | Mozilla does not in any way censor or limit its employees' blogging and tweeting. However, be aware that there are some issues that are discussed in internal meetings that you should probably not blog or tweet, such as partner deals, where we've signed confidentiality agreements, personnel matters, and internal financial information. | ||
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The PR team put together a few guidelines you should follow when participating in online or offline conversations on behalf of Mozilla: | The PR team put together a few guidelines you should follow when participating in online or offline conversations on behalf of Mozilla: | ||
1. Wording and Messaging | '''1. Wording and Messaging''' | ||
The PR team can provide you with key messages, overarching story outlines, latest numbers and figures to make sure our communication is consistent and accurate. Our messaging is available on the Intranet [link] and is continuously being updated by the PR team. It’s important for everyone to get familiar to the latest Mozilla messaging around our projects, products or various industry topics. | The PR team can provide you with key messages, overarching story outlines, latest numbers and figures to make sure our communication is consistent and accurate. Our messaging is available on the Intranet [link] and is continuously being updated by the PR team. It’s important for everyone to get familiar to the latest Mozilla messaging around our projects, products or various industry topics. | ||
2. Be transparent | '''2. Be transparent''' | ||
If you are writing or speaking about Mozilla and your work or participate in industry-related discussions, always make sure to use your real name and identify yourself as a Mozillian. If you are not speaking or blogging officially on behalf of Mozilla, always make sure to state that this is your personal opinion, which does not necessarily reflect Mozilla’s views. | If you are writing or speaking about Mozilla and your work or participate in industry-related discussions, always make sure to use your real name and identify yourself as a Mozillian. If you are not speaking or blogging officially on behalf of Mozilla, always make sure to state that this is your personal opinion, which does not necessarily reflect Mozilla’s views. | ||
3. Stick to your expertise and responsibility | '''3. Stick to your expertise and responsibility''' | ||
You are responsible for what you write, press may quote you or refer to your post as Mozilla news. So make sure to stick to your area of expertise and share knowledge which you think is useful to others. Add value to current discussions, lead respectful and fair conversations. Do not offend our competitors, users or other Mozillians. | You are responsible for what you write, press may quote you or refer to your post as Mozilla news. So make sure to stick to your area of expertise and share knowledge which you think is useful to others. Add value to current discussions, lead respectful and fair conversations. Do not offend our competitors, users or other Mozillians. | ||
4. Respect internal information | '''4. Respect internal information''' | ||
Respect information that is shared internally only, especially when it comes to major announcements regarding revenue streams, partners or other project-strategic issues. If you are not sure about certain topics or receive press queries, please ask the Mozilla PR team, so they can help responding to it in a professional and on-message way. | Respect information that is shared internally only, especially when it comes to major announcements regarding revenue streams, partners or other project-strategic issues. If you are not sure about certain topics or receive press queries, please ask the Mozilla PR team, so they can help responding to it in a professional and on-message way. | ||
5. Responding and reacting to feedback and comments | '''5. Responding and reacting to feedback and comments''' | ||
To stimulate honest and exciting conversations, be a good leader. This means you should respond to comments and questions, ask questions yourself or ask for the feedback of your readers. Be fair. However, state a clear position, because this is what encourages lively discussions. If you receive constructive feedback, positive or negative, take it seriously and say that you do. Never delete negative comments, except spam or offensive, distasteful or disrespectful ones. | To stimulate honest and exciting conversations, be a good leader. This means you should respond to comments and questions, ask questions yourself or ask for the feedback of your readers. Be fair. However, state a clear position, because this is what encourages lively discussions. If you receive constructive feedback, positive or negative, take it seriously and say that you do. Never delete negative comments, except spam or offensive, distasteful or disrespectful ones. | ||
6. Admitting mistakes | '''6. Admitting mistakes''' | ||
If something went wrong, be honest about it. React promptly and upfront. State clearly that you will do your best, so this will not happen again. Never delete or modify a blog post without saying that you did. This will make it even worse. If you need help with your response, let the Mozilla PR team know and they will be happy to advise. | If something went wrong, be honest about it. React promptly and upfront. State clearly that you will do your best, so this will not happen again. Never delete or modify a blog post without saying that you did. This will make it even worse. If you need help with your response, let the Mozilla PR team know and they will be happy to advise. | ||
7. Need help? | '''7. Need help?''' | ||
If you feel uncomfortable or have the slightest doubt that what you are about to post is good to go out as it it, please contact your Content Lead or the Mozilla PR team first and they will be happy to help. | If you feel uncomfortable or have the slightest doubt that what you are about to post is good to go out as it it, please contact your Content Lead or the Mozilla PR team first and they will be happy to help. | ||
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==Related projects:== | ==Related projects:== | ||
Communications Channel Audit [Google Doc link] | Communications Channel Audit [https://docs.google.com/spreadsheet/ccc?key=0An6xGfa3pLZzdGxNT3llZllqYUJ2N3ZrcWdjck9EZ0E#gid=4 Google Doc link] | ||
In 2011, the Mozilla PR team conducted a communications channel audit which found that there are more than 150 Mozilla and Mozilla-related communication channels: blogs, forums, Twitter accounts, Facebook pages and news groups. | In 2011, the Mozilla PR team conducted a communications channel audit which found that there are more than 150 Mozilla and Mozilla-related communication channels: blogs, forums, Twitter accounts, Facebook pages and news groups. | ||
Blog Consolidation Project [Wiki link] | Blog Consolidation Project [https://wiki.mozilla.org/Websites/Blog#Summary_.26_Project_Background Wiki link] | ||
The PR team, Creative, IT and WebDev have also been working on consolidating Mozilla's blogging platform. Strategically rolling up Mozilla’s key blogs onto a single platform will allow us to direct traffic more effectively and present our brand and our messages to community, press, and users more clearly. | The PR team, Creative, IT and WebDev have also been working on consolidating Mozilla's blogging platform. Strategically rolling up Mozilla’s key blogs onto a single platform will allow us to direct traffic more effectively and present our brand and our messages to community, press, and users more clearly. | ||
Why do we need blog guidelines? | ==Why do we need blog guidelines?== | ||
Mozilla is growing and more projects lead to more discussions, which again lead to more threads to follow - a process that makes it harder to follow what the Mozilla project stands for with regard to a certain topic. | Mozilla is growing and more projects lead to more discussions, which again lead to more threads to follow - a process that makes it harder to follow what the Mozilla project stands for with regard to a certain topic. | ||